Why Social Creators Are So Trusted In Beauty Marketing

Whether talking about Huda Kattan on Instagram or Mari Maria on Tiktok, it's hard to deny the popularity of social media influencers in modern-day America. In beauty marketing, they represent the most trusted source of advice for Millennials and Gen Zers across the country, offering hands-on tips and recommendations about beauty products and how best to use them.

In an era where the term 'Selfie' was coined, the beauty industry continually diversifies and evolves, with new trends constantly appearing. The beauty industry is stronger than ever, and this particular area of the eCommerce landscape represents a big opportunity for beauty brands looking to increase engagement and sales - something we explore in this article.

Why Are Creators So Trusted in Beauty Marketing?

As an experienced digital marketing agency for beauty industry brands can attest to, customers who want product advice place great value on the advice given by social media influencers. But why? Well, traditional advertising is increasingly viewed with skepticism, given the obvious bias and perceived lack of authenticity.

On the other hand, beauty influencers are regular people who're often also housewives, moms, or even students. They're seen as offering an honest and authentic voice. Each influencer has their own reasons that distinguish them from the rest, with audiences ranging from 10,000 loyal followers (micro) up to 1m+ (mega influencers).

Other factors driving the popularity of influencers in beauty marketing include:

• Followers can choose influencers with the same skin conditions they have
• Practical advice & live/interactive tutorials make followers feel involved
• No hard-selling is typically done, with soft recommendations used instead
• Everyday language is used rather than industry jargon

The beauty influencers a person follows can come down to an affinity with the individual or the type of advice they provide. Either way, it's about choice, so if one influencer isn't offering what the viewer needs, there are plenty more people out there to connect with.

How Beauty Influencers Guide Shopping Choices

According to a recent Genz, shopper study carried out by LTK - a shopping app powered by influencer content - influencers in beauty marketing are set to comprise the biggest consumer segment within just a few years. It uncovered compelling insights that showed that 75% of GenZers said their in-store and online buying decisions are most often based on creator recommendations.

This figure is 21% higher than the general population and is evidence of the fact that creators are trusted more than celebrities and social media adverts. Relatability and personality are also key to the experience in which people can get style advice while also finding out about new products and brands.

Imagine going to see a friend who knows way more than you about beauty and skincare - you're going to trust their judgment. That, in essence, is what makes beauty influencers so effective in the beauty marketing sphere.

Other Useful Insights Into Influencer Marketing

The LTK study offers a wealth of insights into influencer marketing, which makes for compelling reading to marketers in the skincare, makeup and associated beauty sectors. Some of the highlights detailed within the report include:

• All Beauty Influencer Levels Are Popular - an array of different lifestyles are found in the GenZ group, with each person able to find connections with all levels of beauty influencers. Depending on the follower's unique styles, needs and interests, they cater to the niche interests of GenZers and better suit theirneeds.
  
  As such, the study showed that beauty influencers don't have to have the biggest following to be popular. Micro beauty influencers (10,000-100,000 followers) prove to be just as well-liked as the biggest mega influencer personalities who enjoy followings of between 100,000 and 1 million.
• Beauty Influencers Help Reduce GenZ Returns - During 2022, the total returns for US retailers represented $816 billion in lost sales, but it would seem that creator-guided beauty marketing has a positive impact on this statistic.
  
  Why is this the case? LTK's study showed that more than half of GenZ shoppers said they would be less likely to send a product back after seeing a creator unbox and use it in their video content. Clearly, there's much to be said for the impact creators can have on customer satisfaction, and it's all based on trust and knowing exactly what to expect.
• GenZ is Led By Trends, Budget & Environmental Impact - So, what is it that GenZers are looking for in the products they purchase? The report uncovered the fact that price and being on-trend is the highest driver, with 63% citing these as the main buying reasons.
  
  Next-most-popular, according to 43% of respondents, is environmental-friendliness. Climate change is high on the agenda for many in this group, so naturally, it's a factor that many born between 1997 and 2012 hold dear to their hearts.

Using Beauty Influencer Marketing to Expand YourBrand

Influencer marketing represents a significant opportunity when a digital marketing agency for beauty industry brands seeks to make noise in what is a very competitive beauty space.

Enabling beauty businesses to build credibility and trust with their target audiences, it's a beauty marketing channel that's growing at a pace, with more than 40,000 influencers sharing beauty-specific recommendations and posts in2023.

By teaming up with a suitable beauty influencer for your brand, you get to extend your reach in the most authentic way possible - something that Gen Z, in particular, value highly.

As part of your comprehensive eCommerce marketing strategy in the beauty industry, leveraging the power of influencers is a win-win, as brands get exposure and influencers get to provide value to their followers.

The truth is that most people neither have the time nor the money to test out all the beauty products available for suitability. Beauty influencers make decision-making that much easier for their followers and deliver simple, easy-to-understand advice.